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SBD/18/Sponsorships Advertising Marketing
ANHEUSER-BUSCH INCREASES PRESENCE IN RACING; BEER NOTES
Published April 18, 1995
Anheuser-Busch will break new TV spots themed to its participation in hot-rod and NASCAR racing. In addition, the company signed on as the first-ever beer sponsor of IndyCar. In the next 45 days, A-B is looking to integrate its motorsports sponsorships into everything from point-of-purchase, merchandising and TV ads to a possible new role in a summer promotion. Tony Ponturo, A-B VP/Corporate Media & Sports Marketing, notes that it is easier to get car drivers to participate with wholesalers and retailers in local events. An added draw to IndyCar is driver Paul Newman. Ponturo said it is "not inconceivable" that Newman could appear in an ad campaign (Gerry Khermouch, BRANDWEEK, 4/17). BEER NOTES: A new summer promotion for Pete's Wicked Ale will tap into "fans' disgust at the baseball strike." Pete's Salary Cap GreedStakes -- the company's first foray into consumer promos -- offers chances at 18 "salaries" of $10,000 and 800 "revenue-sharing checks" ranging from $50 to $500. The promo is supported by point-of-purchase materials portraying players and owners with $1,000 bills spilling from their pockets (Gerry Khermouch, ADWEEK, 4/10 issue)....The current BUSINESS WEEK examines the growing business of micro-breweries and the big brewers (A-B, Coors & Miller) attempts to cash in (BUSINESS WEEK, 4/24 issue)....Coors blamed higher packaging costs and a shift in sales away from its highest-market malt products for a "sharp drop" in net income despite higher sales for its 1stQ ended March 19 (Bob Ortega, WALL STREET JOURNAL, 4/18).